Advertising, Promotion and Supplemental Aspects of Intergrated Marketing Communications

Advertising, Promotion, and Other Aspects of Integrated Marketing Communications, 7e provides the reader with a contemporary view of the role and importance of marketing communications. The text emphasizes the role of integrated marketing communication (IMC) in enhancing the equity of brands, and provides thorough coverage of all aspects of an IMC program: advertising, promotions, packaging and branding strategies, point-of-purchase communications, marketing-oriented public relations, word-of-mouth buzz creation, and event- and cause-oriented sponsorships.